The effect of customer participation in product design on business performance (case study: Majid brand sports products)

Subject Areas : Innovation in Sports Management

Khalil Deris ¹ , Narges Ebrahimi ² , Soheila Zarinjoy alvar ³

1 - Masters, Department of Business Management, Abadan branch, Islamic Azad University, Abadan, Iran
2 - Assistant Professor, Department of Business Management, Abadan branch, Islamic Azad University, Abadan, Iran
3 - Assistant Professor, Department of Business Management, Abadan branch, Islamic Azad University, Abadan, Iran

Received: 2023-09-03 Accepted : 2023-09-09 Published : 2024-01-18

Keywords: Sports products of Majid brand, Customer participation in product design, Business Performance,

Abstract :

ObjectivesThe purpose of this research is to investigate the effect of customer participation in product design on business performance in Majid brand sports products. MethodologyThe present research method is a combination of library and survey method. In terms of practical purpose, it is cross-sectional in terms of time, quantitative in terms of nature and strategy, and survey in terms of implementation process. The statistical population of this research includes the customers of Majid brand sports products, and because of their unlimited number, a simple random sampling method was used and the number of sample members was 384. The data collection tool is a questionnaire. The normality of the research variables was checked with the Kolmogorov Smirnov test, and descriptive statistics methods were used to describe the data, and inferential statistics and structural equation modeling were used to test the hypotheses.FindingsThe findings indicate the confirmation of the main hypothesis and five sub-hypotheses proposed in this research, and the values obtained from the critical ratio for all hypotheses are greater than the value of 2.58, which shows that the hypotheses are significant at the 1% error level.ConclusionsThe results showed customer participation in product design through components such as; Generous participation, fair participation, truthful participation, trusting participation, and aspirational participation affect business performance.